Advertising and Sponsorship

For those I interviewed, advertising is currently podcasting’s most lucrative and fastest-growing revenue stream. Advertisers have traditionally utilized podcasts for direct response ads (in which the host gives listeners a code or URL to receive a discounted service; these ads’ success have allowed podcasts to charge high rates).73 However, brand advertisers are becoming more prevalent. Although CPMsiv attention the ad receives, podcast advertising is, according to DiCristina, remarkably cost-effective compared to advertising in other media.74

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